Talking to ‘Herself’
Posted by Matchesfashion writer: Stevie Brown November 30th, 2011
Herself, the brand, has many different forms but all of them illustrated. Primarily it is a bi-annual illustrated magazine that launched this year, bringing with it a fantastic range of scarves, available exclusively at Matches. Herself’s Editor and Creative Director Lula is even an illustrated character. Below is the transcript of our last chat with Lula and also some fabulous images she has sent us of herself dressed in Matches.
Lula Editor and Creative Director of Herself, wearing Matches
Describe Herself as a brand in your own words?
The most simple thing to say is that Herself is an illustrated world that celebrates art, beauty, fashion and the works of designers regardless of time and space. We celebrate the single items of each season and mix it with our surreal world of illustration.
How did the idea of scarves come about, why not something else?
It’s an iconic accessory but also it’s a square of silk that starts as a white space and we can fill with our drawings. We wanted it to be commercial and wearable but also to use it as a blank canvas and creative space.
Any plans to add to the collection?
We have tonnes of ideas but the scarves fit with what we wanted to say now. We plan to add other ideas that translate our work, whether that’s accessories, animation or whatever. We don’t want to rush it though.
What’s the biggest inspiration for Herself?
With the scarves it is the jungle. Nature looks glorious and is so precious and elegant and there is nothing shinier than leaves and flowers. We also feel very passionate about the black and white lines that frame each scarf – a frame makes everything look classy, it’s primitive and it works.
Tell us about Tancredi the aristocratic leopard?
What is more iconic than the leopard print? Nothing. We really feel deeply about it. Tancredi, our leopard is so sophisticated. There is an Italian novel called The Leopard by Giuseppe Tomasi di Lampedusa and we took the name Tancredi from that. In some scarves he is silver and some he is gold. He appears in every scarf either in his kaleidoscopic self or whole – not many leopards can say that about themselves.
What is your favourite way to wear a scarf?
I like them tied around my bag but my favourite way is triangular on the neck. The great thing about Herself is that every corner of the scarf has a different print, if you fold it differently you see a different design (either an illustration or black and white) – I love to play with that.
What does a Herself girl like you do for kicks?
My work is very fulfilling. The best part of my work is research, meeting all the different people and finding the stuff that is inspiring. I like a good read and flicking through magazines and watching documentaries.
Illustrations exclusive for Matches from Herself
